An investigation of the role of the principal as public relations manager in House of Delegates secondary schools in the greater Durban area.
Purmasir, Dhaneshdutt Indradutt Sharma.
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The study focuses on public relations as a significant aspect of the functions of the principal as the manager of a secondary school. A review of selected literature suggests that a large number of the daily administrative and managerial tasks performed by principals require public relations skills. Research was conducted, by means of questionnaires and structured interviews, among principals and teachers at House of Delegates secondary schools in the greater Durban area. The research analysis examines principals' qualifications and in-service training in public relations. The public relations practice at schools used in the sample are evaluated in terms of selected public relations issues, viz. fund-raising, communication with the school's publics, coping with crises and image-building. The results of the study indicate that few principals have received training in public relations and that public relations practice at House of Delegates secondary schools in the greater Durban area is weak and inadequate. In the view of the researcher, principals should be given special in-service training, to develop their public relations skills and to teach them sound public relations practice, so that they will become better managers of their schools.
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